Influencer marketing platform CreatorIQ has analysed the top 100 brands on TikTok from March 2023 to February 2024 and reveals that success on TikTok is driven by prioritising creator authenticity, brand alignment, and retention.

• After watching creator content on TikTok, 41% of users agree it feels authentic.
• This authenticity extends to brand partners: 55% of TikTok users trust brands more when promoted by creators than by other ads.
• Fourteen of TikTok’s top 25 brands have a creator retention rate over 25%. At least 25% of these brands’ creators posted about them in consecutive 12-month periods.
• 55% of users agree that TikTok creators help them feel connected to brands.
• Engagement correlates closely with Earned Media Value (EMV) - the top brands partner with authentic creators with a track record of engaging the right audiences.
• TikTok users are 1.2x more likely to watch more of a brand’s content, and 1.2x more likely to direct message the brand (compared to other leading social/video platforms).
• More Posts = Higher EMV - the more often a creator posts about a brand, or is featured in a brand’s ads, the more authentic the brand-creator relationship is perceived to be.
• Beauty and fashion brands lead the way on TikTok, but retail, professional sports, gaming, media, and F&B are also well-represented.
• 2 in 5 TikTok users say watching branded creator content makes them feel like part of the brand's community.

The first 25 of the top 100 brands are:

• • Amazon
  • NBA
  • NFL
  • Sephora
  • Fortnite
  • Barbie
  • Target
  • Bloom Nutrition
  • Walmart
  • Apple
  • LTK
  • Disney Parks and Resorts
  • Ulta
  • Netflix
  • UFC
  • Rare Beauty
  • Major League Baseball
  • Costco
  • L'Oréal Paris
  • e.l.f.
  • Amazon Fashion
  • Starbucks
  • Fashion Nova
  • Los Angeles Lakers 
  • Spotify

For the full brands' list, visit creatoriq.com.